Client: New Balance
Five nights of filming on a New York City street, a VFX studio willing to take a leap into the unknown, a young start-up director with a time lapse camera rig he built himself, all for an unforgettable spot.
The latest project from animation-expert-turned director Doug Purver paired him once again with conceptual design, animation and VFX studio Suspect and it's a project they designed to push their own limits-and the industry's.
In the spot, a pair of photo-real New Balance 509 sneakers jogs in super slo-mo along a high speed, time-lapsed streetscape, leaving bursts of beautiful flowers and other plant life that is in stark contrast to the gritty, New York City cobble stone street.
The spot was created from several two-hour long time lapse takes; the camera rig that he custom built captured a three-second exposure every seven seconds while panning over the nighttime street, and caught quick streaks of light from passing cars.
The team photographed an actual pair of 509 sneakers from every angle, giving them ample reference and true texture maps to create a high resolution 3D model with photo real textures. The shoe was then put into motion with a highly detailed rig.